Acquisition of The Partnership focused on adding advertising, digital media and consumer insight capabilities
ATLANTA, Georgia — December 12, 2018 —M3 Effect, an Atlanta-based marketing and communications agency owned and operated by Atlanta entrepreneur Amanda Lucey, today announced the full merger and acquisition of The Partnership, an integrated marketing agency based in Atlanta, founded by David Arnold, a 40-year veteran in advertising and marketing.
The two agencies announced a joint venture in March 2018 and the full acquisition was completed in November 2018 and will make Lucey the owner of Atlanta’s oldest privately held agency. The acquisition is part of Lucey’s strategy to grow her marketing agency to better service current and future clients. The newly expanded agency will provide the answer to an increased demand for a broader array of services and will create new business opportunities by offering a full suite of marketing and communication services.
“The decision to acquire The Partnership was made to accelerate growth, which doubled in 2017 and will increase 40% in 2018,” said Amanda Lucey, CEO. “Acquiring The Partnership was a natural decision. When I founded M3, my philosophy was to create an agency that was focused on building deep relationships with clients. David shares this ideology as well, focusing on partnership over presentation, having retained some of his clients for over twenty years. We will continue this shared way of thinking and accelerate growth which will enable us to greater serve our clients’ needs as the role of media, communications and advertising continues to evolve and change. I’m excited to have David transition to a Strategic Consultant continuing to serve our organization.”
David Arnold, founder of The Partnership, will continue to play an integral role in the company, “By combing resources, The Partnership will now have strengths and assets that you won’t find in other agencies. I’ve known Amanda for a long time and have always been impressed with her acuity and knowledge. She has built a strong, solid and savvy agency and I know she will continue The Partnership’s focus on delivering cutting-edge solutions to our clients.”
The Partnership, founded in 1979, has won numerous awards and accolades in its over 35 years in business and still retains several of its original clients. It is well known nationally and in Atlanta, and has been recognized for creative excellence by AIGA, Addys, American Advertising Federation, CLIO Awards, Communication Arts, EFFIE Worldwide, New York Festivals, One Show, Radio Mercury, NY Art Director’s Club, the Sawyer Award, & US Film Festival. The Partnership’s clients include worldwide brands such as IHG, Coca-Cola, The Home Depot, UPS and Ferrari and Maserati.
The combined entity will continue as The Partnership and client services will be offered from the agency headquarters at The Battery, at 1100 Circle 75 Parkway. Lucey will remain in her role as CEO. She founded M3 Effect in 2012 and has led the company through six years of continued growth serving clients across the country. Her strategic vision, wide-ranging communications expertise and business acumen have built the company into a leading agency in metro Atlanta.
About The Partnership
The Partnership is a fully integrated, full-service marketing, branding and digital communications agency. Founded in 1979, the company is the oldest privately held agency in Atlanta. The female-owned award-winning company serves clients locally, nationally and internationally and offers strategy, advertising, digital design, digital media, promotional marketing solutions, traditional media, social media and internal communications services. The firm is one of Atlanta’s top 25 agencies. For more information, please visit www.thepartnership.com